Virtual Voyages: Identifying Barriers Affecting Gen Z and Gen Y Satisfaction in Metaverse Tourism

Mursid, Ali, Ph.D Virtual Voyages: Identifying Barriers Affecting Gen Z and Gen Y Satisfaction in Metaverse Tourism. International Conference on Business and Social Sciences (ICOBUSS). ISSN 2746-5667

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Abstract

This study invest igates the impact of various inhibit ing factors on the intent ions and overall satisfact ion of Generat ion Z and Y virtual tourists engaging with WonderVerse Indonesia, a metaverse-based tourism plat form. Using covariance-based structural equation modeling (CB-SEM), the research tests five hypotheses, focusing on how perceived complexity, cost, and technological and social threats influence user behavior. The findings reveal that perceived complexit y, high costs, and concerns over technological and social threats significantly decrease users' intentions to engage with the platform. However, when users have stronger intent ions to engage, their overall satisfact ion with the virtual tourism experience increases significant ly. These results provide key insights into the barriers hindering user adoption of metaverse tourism, particularly among younger generat ions. By ident ifying these factors, the study offers valuable guidance for managers, developers, and decision-makers in the metaverse tourism industry. It highlights the need to reduce perceived complexit y and mit igate costs and perceived threats to enhance user engagement. Furthermore, the study emphasizes the importance of strengthening user intent ions to boost satisfact ion. These insights are crucial for improving the design and market ing strategies of virtual tourism platforms like WonderVerse Indonesia to ensure their long term success and relevance in the rapidly evolving digital tourism landscape.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Ph.D. Ali Mursid
Date Deposited: 14 Oct 2025 04:41
Last Modified: 14 Oct 2025 04:41
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/2753

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